This is the day two deck from the New Media and Social Media Boot Camp I taught in Chicago for PRSA.

1. New Media PR Boot Camp – Day Two
Instructor: @EricSchwartzman
Chicago, Oct. 16, 2009
Day Two

2. Media & Democracy
2

3. Living Breathing Mediascape
111,122 Facebook Supporters as of July 13, 2009
3

4. Living, Breathing Mediascape: Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year 4

5. Living, Breathing Mediascape: Twitter Stream
5

6. Reactions of the Blogosphere to Iranian Elections
6

7. Living, Breathing Mediascape: Radian6
7

8. Prediction: Fourth Estate’s Fortunes Have Waned
8

9. Prediction: Living Mediascape
9

10. Prediction: Electronic Paper
10

11. Prediction: Social News Filter
11

12. Digg vs. Other Media
Source: Compete.com
12

13. Prediction: Growth of Social Networking
13

14. World Map of Social Networks
Source: Vinco’s Blog
14

15. Prediction: Google Combines Services
15

16. Prediction: Privacy Levels
Source: NY Times
16

17. Prediction: News Wars
17

18. Prediction: Social Graph
18

19. Prediction: Fact Stripping Robots
19

20. Deconstructing the News Release
20

21. Search Engine Optimizing Blogs
21

22. Search Engine Optimization
22

23. Secret Formula
23

24. Objective
Leverage
Content to
Generate
Transactions
24

25. Optimization vs. Marketing
SEM
SEO
25

26. Acting Like a Publisher
Editorial and
Advertising
d
Content
26

27. First Rule of Search Engine Optimization
27

28. Citation Indexing
28

29. Case Study: Organic Blog Optimization
29

30. Case Study: Inbound Links
30

31. Case Study: Tracking Inbounds
31

32. Case Study: Search Results
32

33. Case: Fewer Inbounds, Higher Rank?
33

34. Case Study: Evaluating Inbounds
34

35. Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
35

36. Three Steps to Measuring Blogger Influence
Source: Coca-Cola Conversation
36

37. Step 1: Inbound Links
Source: Yahoo! Site Explorer
37

38. Step 2: Site Rank
Source: Alexa 38

39. Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
39

40. Additional Measurement Resources
40
Source: Social Mention

41. Additional Measurement Resources
41

42. Brief and Concise
42

43. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
Section: “Scene”
S “S ” Section: “Lifestyle”
S “ f l ”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial Headline: “Zuma testimony sparks HIV fear”
hit South Africa’s war on AIDS?”
Africa s AIDS?
Headline: “Tulsa star: The life and career of much- Headline: “Obituary: Gene Pitney
loved 1960’s singer”
Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title”
Roll to First Title”
43

44. Keyword Discovery
44

45. Understanding Google Trends: Demand
45

46. Understanding Google Trends: Demand
46

47. Search Trends
Source: Google Trends 47

48. Obama Effect?
48

49. Examining Global Challenges by Region
49

50. Search Trends – Popular Language
Source: America.gov
50

51. Additional Search Volume Resources
51

52. Keyword Discovery: Related Searches
52

53. Keyword Discovery: Wonder Wheel
53

54. Defining Global Challenges
54

55. Keyword Discovery: External Keyword Tool
55

56. Quantity vs. Quality
56

57. Intro to Meta Data
57

58. Finding Meta Data
58

59. Title Tags
1. Title Tag in Web Page HTML (View > Source in a Browser)
2. Title Tag in Browser Title Bar
3. Title Tag in Search Results
59

60. Generic Title Tags
60

61. Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
61

62. Why Meta Descriptions Matter
Source: Eyetrack 3
k
62

63. Dynamic Meta Page Descriptions
63

64. Spying through Meta Keywords
64

65. Spying through Keywords Density Analysis
65

66. 1. Check for Title Tags
66

67. 2. Check for Meta Page Descriptions
67

68. 3. Check for Dynamic Meta Content
68

69. 4. Check for Summary Blurbs
69

70. 5. Search Press Release Headlines
70

71. Search Friendly Newsroom HTML
71

72. PDFs and Search
72

73. Flash and Search
73

74. Live Demo: Site Meter
74

75. Live Demo: FeedBurner
75

76. Live Demo: Tagging Blog Posts
76

77. Live Demo: Email Subscription Widget
77

78. Live Demo: Custom Tag Cloud Widget
78

79. Live Demo: Social Bookmarking Widget
79

80. Live Demo: Blogging a YouTube Clip
80

81. Live Demo: Livening Up Your Blog
81

82. Live Demo: Livening Up Your Blog
82

83. Live Demo: Livening Up Your Blog
83

84. Live Demo: Livening Up Your Blog
84

85. Respecting Usability
• Ease of use
• Clarity and brevity
• Easy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity
, y p p y
• 10% of design budget on usability will double site’s results
Jakob Nielsen
85

86. Online Audio and Video
podcast
download webcast
86

87. Podcasts
87

88. Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally P d
O i i ll Produced
d
88

89. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
89

90. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
90

91. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
91

92. Finding Podcasts through Show Notes
92

93. iTunes Podcatcher
93

94. Distributing Through iTunes
94

95. RSS 2.0 with Enclosures
95

96. Podcast in iTunes
96

97. Who is Podcasting: Case Study
Who i P d
Wh is Podcasting?
ti ?
97

98. Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscribers
by i i
b giving audiences a rare, behind the scene look into one
di b hi d th l ki t
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
’ l t t d ti fil th l ti hi
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
R lt O i th ld’ fi t t
experiment with podcasting. Placido Domingo, Anna
Netrebko and Rolando Villazon will all be featured in the first
episodes. Featured in NY Times, LA Times and Hollywood
p , y
Reporter.
98

99. Case Study: APM Music
99

100. Case Study: APM Music
100

101. Case Study: APM Music
101

102. Case Study: APM Music
102

103. Case Study: Starbucks
103

104. Case Study: Starbucks
104

105. Podcast Production
105

106. Podcast Production
106

107. Podcast Production
107

108. Podcast Production
108

109. Development and Production
Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
109

110. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
110

111. ID3 Tagging
111

112. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
112

113. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
113

114. Promoting Podcasts: Signature Blocks
114

115. Promotion Podcasts: Email Marketing
115

116. Promoting Podcasts: PNRs
116

117. Promoting Podcasts: SEOed Press Release
117

118. Promoting Podcasts: Industry Awards
118

119. Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April
Driven Largely by Surge in Viewership at YouTube.
• Average U.S. Viewer Watched 6.4 Hours of Online Video During
the Month.
source: comScore 119

120. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
120

121. Direct to Consumers
121

122. Online Video: Marie Digby
122

123. Online Video: Marie Digby
123

124. Online Video: Marie Digby
124

125. Blog Response: Marie Digby
125

126. Blog Comments: Marie Digby
126

127. Online Video: Internal Communications
127

128. Naked Conversations
“Formality suppresses dialogue; informality
encourages it Formal conversations and
it. F l ti d
presentations leave little room for debate. They
suggest that everything is scripted and
gg y g p
predetermined. Informal dialogue is open. It
invites questions, encourages spontaneity and
critical thinking...Informality gets the truth out. It
thinking Informality out
surfaces out-of-the-box ideas -- the ideas that may
seem absurd at first hearing but that create
breakthroughs.“
b kth h “
-Larry Bossidy, CEO, Honeywell
128

129. Online Video: Internal/External Communications
129

130. Video in Online News Rooms
130

131. Shooting Video: Streaming Gear
131

132. Shooting Video: Flip
132

133. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
133

134. Shooting Video: High-End – Canon XL H1S
134

135. Video Editing Software – Windows Movie Maker
135

136. Video Editing Software – Mac iMovie
136

137. Centralized Online Video Distribution
137

138. Content Strategy: Live Online Broadcasting
138

139. Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking news
y g
• News content vs. feature content
• More controlled/one-way channel
controlled/one way
• Credibility and third-party validation
• Efficiency by leverage existing assets
• Unscripted and authentic
•P d
Podcast news releases
t l
139

140. Social Bookmarking
140

141. Favorites use Title Tags
141

142. Social Bookmarking
142

143. Benefits of Sharing
1. Access favorites from anywhere
2. Share your favorites publicly
3. Use popular opinion to find info online
p p p
143

144. Live Demo: Social Bookmarking
1. Create Delicious account
2. Log in
g
3. Post URL
4. Save
5. Search popular tags
p p g
144

145. Live Demo: Social Search Monitoring
1. Query Delicious
2. Add Resulting RSS Feeds to Google
Rearder
145

146. Live Demo: Questions
1. Yahoo! Answers
2. Linkedin Q
2 Li k di Questions
ti
3. Facebook Status
4. Twitter
146

147. User Ratings
147

148. Social News Site: Digg
148

149. Social Bookmarking: Digg
149

150. Social Networking
Image by: Luc Legay
150

151. Social Networking for External Communciations
• Market research
• How to videos
• D.I.Y. videos
• Promote events
• Solicit donations
• Find influentials
• Build affinity groups
• Be community minded, not sales minded
y ,
151

152. Global Social Networking Penetration
152

153. Global Social Networking by Brand
Source: Vinco’s Blog
153

154. US Social Networking by Brand
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
154

155. Global Social Networking Usage
155

156. Facebook by the Numbers
• 12x growth since opening to
nonstudents in Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b
value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in
2007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine May 26, 2008
Magazine, 26
Source: Inside Facebook
156

157. Social Networking: Facebook
157

158. Social Networking: Custom URLs
158

159. Social Networking: Facebook Company Pages
159

160. Case Study: Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast 160

161. Social Networking: MySpace
Back End Front End
161

162. Social Networking: Linked In
162

163. Social Networking: Linked In Groups
163

164. Social Networking: White Label Platforms
164

165. Social Networking: White Label PRSA Tech Site
165

166. Social Networking Client
166

167. PSNH Case Study: Process Detail
167

168. New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer
C t News Media Constituents
Service
168

169. Help Yourself
169

170. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com
[ ] p [ ] Email
schwartzmanpr.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
170